Chinese wine aims to win over Europe

Presence in Paris

In February, Changyu opened the Changyu 1892 Art Gallery in Paris, which the company describes as an international experience center for Chinese wine culture.

The center hosts tastings, exhibitions and educational activities aimed at introducing Chinese wine to French consumers and industry professionals.

Fan described the project as strategically important not only for Changyu, but also for the broader Chinese wine industry.

"The Changyu 1892 Art Gallery not only sets a benchmark for Chinese wine going global," she said. "It can also serve as a starting point for the entire Chinese wine industry in international knowledge promotion, cultural promotion and product experience."

According to Fan, education will be essential if Chinese wine producers hope to establish a stronger foothold in Europe.

"If Chinese wine truly wants to enter the European market, the first step is to become part of the international education system," she said.

That could involve introducing Chinese wine regions, terroirs and production methods into sommelier courses and hospitality training programs in Europe.

"In the future, French wine professionals and sommeliers should all have Chinese wine as part of their courses," Fan said.

At the same time, she believes greater visibility in restaurants and retail channels will also be necessary.

"The second step is to export to Europe as extensively as possible," she said.

Fan argued that Chinese wine needs to become part of everyday dining experiences rather than remaining a niche curiosity.

"The goal is for European consumers to encounter Chinese wine naturally in restaurants and daily life," she said.

"Only in this way can Chinese wine gradually find its own place in the European market."

Observers say Changyu's expansion reflects a broader trend among Chinese companies seeking to combine international partnerships with greater cultural outreach.

For Changyu, Europe is not simply an export destination, but also a place to learn from one of the world's most established wine traditions while introducing European consumers to a relatively unfamiliar wine-producing country.

Significant challenges remain. European wine markets are highly competitive, consumer loyalties are deeply rooted, and Chinese wines still lack widespread recognition.

Yet Changyu's investments in Bordeaux and its new platform in Paris suggest that Chinese producers are increasingly seeking participation in the global wine conversation not only through trade, but also through education, localization and cultural exchange.

wangmingjie@mail.chinadailyuk.com